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Andrea Zimmermann is the contact author and both authors are with the Institute for Food and Resource Economics, University of Bonn, Nussallee 21, Bonn 53115, Germany. E-mail: andrea.zimmermann@ilr.uni-bonn.de for correspondence. The work was partially funded by the Directorate-General for Research of the EU-Commission in the context of the SEAMLESS Integrated Project, EU 6th Framework Programme, Contract No. 010036-2. The authors thank three anonymous referees and the editor for their very useful comments during the review process.